Vero, the leading sports marketing and communications agency that has been behind numerous winning bids in the sports event hosting industry – including the Rio de Janeiro 2016 Olympics – established MLA True Communications earlier this year to maximise opportunities in Brazil ahead of the 2014 FIFA World Cup and the 2016 Games. Vero is currently working with Rio 2016 on the development of Casa Brasil – the Brazilian Olympic House – for the London 2012 Games.
Approach, which launched in Brazil in 1996, has offices in Sao Paulo, Brasilia and Rio de Janeiro and a team of more than 100 PR professionals. Approach was responsible for the media relations and press operation of the World Military Games in Rio earlier this year and the agency’s portfolio of clients includes Red Bull, the Brazilian Basketball Confederation and the Football Federation of Rio de Janeiro.
“It is an honour and pleasure to be working with Approach,” said Vero chairman Mike Lee. “They have a fantastic reputation in Brazil, an impressive client database and a great team.” Beth Garcia, founder and director of Approach, added: “Mike and Vero made a big impression within the Brazilian marketplace when they worked with Rio 2016 on the winning Olympic bid campaign, helping to secure such a historic victory for Brazil.
Garcia added: “Together, we will be sharing business practices and skills and using this to create new campaigns for our existing clients as well as extending our portfolio with our united offering.”